NBC supports Deema Oman's growth as jewellery brand

(MENAFN- Muscat Daily) Shadya al Ismailiya Oman's budding and talented designer and owner of Deema Oman began her journey in designing jewellery as a hobby back in 2008.

Shadya had the opportunity to attend specialised courses in designing and manufacturing jewellery at Birmingham City University and today she is recognised as an experienced and professional designer in the sultanate with a line-up of awards and recognitions both locally and internationally. 

Late 2014 her daughter Suad al Riyami joined the journey bringing a wealth of legal experience with her into the business.  Incubated at the National Business Centre (NBC) which falls under the umbrella of the Public Establishment for Industrial Estates (PEIE) Deema Oman is the first Omani brand for high-end jewellery.

The National Business Centre is playing a pivotal role in offering cutting-edge services and facilities for Deema Oman Shadya said. 'The NBC is undertaking major efforts to market and promote Deema Oman especially among decision makers in government entities as well as in semi-government and private bodies. Other than that we are receiving advisory services which pose a substantial importance for any entrepreneur. These services focus on major aspects comprising business management and development and the opportunities available for the projects. All these services play a dynamic role towards the development of human resources and in identifying methods to tackle administrative technical and marketing challenges that are faced by the entrepreneurs during the foundation phase' she pointed out.

She added 'However the centre requires innovation department that would be concerned in updating the incubated companies on the latest innovations that are triggered in other countries in the field of SMEs. In addition the department has to do research or even share the published studies in the field across the region. This will ultimately result in developing the products and services of the incubated companies in one way or another.'

When asked about the challenges facing entrepreneurship and SMEs in the sultanate Shadya said 'The lack of confidence of the market towards the performance of the SMEs is one of the most vital issues that we are facing.

'Therefore these SMEs will not have the opportunity to prove that they can deliver efficient services to the market. I should not generalise in this matter because there are few institutions that are offering great support for the SMEs.

'Moreover the issue of high rents is another struggle that foils the ability to establish a headquarters for a project. On the other hand high rents leads to a significant financial burden that would slow down the growth of the project. In addition the market lacks workshops that are based on global standards of production processes which makes some entrepreneurs depend on factories based outside the sultanate. This of course would result in raising production cost on the one hand and slowing production process on the other hand.'

The government has made significant efforts to support entrepreneurs in terms of funding initiatives Shadya emphasises. However she believes that the private sector should have a more active role in this matter. 'Developing projects should not be carried out solely by the government and a few private institutions. There should be investors to support Omani entrepreneurs which would eventually contribute to the advancement of the national economy.

'For instance Al Raffd Fund alone will not be able to achieve the aspirations of such projects. Deema Oman has definitely benefited from Al Raffd Fund yet the funding was not enough to finance such a project that relies on expensive raw materials including gold and gemstones' she pointed out.

'Since I worked in both public and private sectors I must say that achieving one's aspirations in any field is impossible without a clear vision a proper research and a comprehensive plan. Entrepreneurs should not give up easily. Starting a business requires sacrifices. If you are not able to find proper ingredients for a successful business make them. You should never give up as we have to learn from our own mistakes' Shadya added.